Aravind Sundar

Carrum Health needed to set up efficient data tracking with Google Analytics 4 to monitor user engagement and gather crucial data for their healthcare solution. The challenge was consolidating various teams’ requirements and establishing a streamlined data collection and analysis process to support their goals.

I worked closely with Carrum Health to address their data tracking needs and set up Google Analytics 4 to track user engagement and data efficiently. I also collaborated with marketing automation, analytics, and acquisition teams to align requirements and objectives. In addition, I built customized dashboards to provide a unified view of critical data for informed decision-making and established data streams for various subdomains, enabling effective tracking of data from both B2B and B2C customers. We also leveraged Google Analytics 4’s path exploration and segmentation to visualize data flow between B2B and B2C customers. These solutions ensured a robust data infrastructure for Carrum Health to effectively track user engagement and make data-driven decisions for their healthcare services.

Corpay One lacked a GTM strategy. Without a well-defined plan, it faced uncertainty regarding brand visibility, customer reach, and market competitiveness. This strategy gap threatened to hinder its market entry and expansion, making it crucial to address the issue promptly.

I collaborated with Corpay One’s teams to develop a tailored GTM strategy. This strategy included market analysis, customer segmentation, and a comprehensive marketing plan. Additionally, I established the necessary systems and processes to support their marketing efforts effectively, ensuring a smooth and organized market entry. The combination of a well-crafted GTM strategy and robust operational support enabled the company to address its challenges, ensuring a successful market entry.

• 36% — Increase In eCommerce Conversion Rate
• 2.5x — Return On Ad Spend (ROAS) Improvement
• 40% — Reduction In Cost Per Acquisition

Adon Health was expanding its eCommerce channel and needed a scalable paid acquisition setup to support online sales growth. This required a structured Google Ads and Meta Ads implementation, reliable purchase tracking, and proper integration with product feeds and eCommerce infrastructure to accurately measure performance and optimize campaigns.

I led the technical setup and optimization of paid acquisition across Google Ads and Meta Ads. This included configuring Google Merchant Center for product-based campaigns, structuring Shopping and search campaigns, and implementing accurate conversion tracking through Google Tag Manager. I optimized campaign structures, bidding strategies, audience targeting, and creatives across both platforms. I also supported landing page and funnel improvements to strengthen the purchase flow and improve overall campaign efficiency.

The work enabled reliable purchase tracking, stronger campaign structures across Google and Meta, and improved optimization capabilities, supporting higher online sales and a more scalable eCommerce acquisition strategy.

• 47% — Lowest CPL Achieved Through Campaign Optimization
• 2x — Improved Click-through Rate Across Tested Ad Creatives
• 3x — Qualified Call Bookings Generated Through Paid Campaigns
• 32% — Lead Form Submissions Generated From Google Ads Traffic

Buzzcube was running Google Ads and Meta Ads to generate leads for its unlimited design and development subscription service. While the campaigns were driving traffic, conversion tracking and campaign structure needed improvement. Landing pages were not fully tailored for paid search traffic, which made it harder to maximize form submissions and call bookings.

I focused mainly on optimizing Google Ads campaigns to improve lead generation. I reviewed keywords, search terms, and campaign structure, refined targeting, and added negative keywords to reduce irrelevant clicks. I also implemented Google Tag Manager to track key conversions, including form submissions and call bookings. In addition, I helped create dedicated landing pages specifically for Google Ads traffic so the messaging matched search intent and guided visitors more clearly toward booking a call or submitting a form.

After implementing tracking improvements, campaign optimization, and dedicated landing pages, GA generated more consistent form submissions and call bookings. The data helped optimize campaigns better and focus spending on higher-intent searches.

• 100% — Paid Campaign Attribution Coverage Across Consumer App And Web
• 20+ — In-app And Web Conversion Events Implemented For Consumer Funnel Tracking

MeetGia needed a reliable attribution foundation for its consumer mobile app as it scaled acquisition across paid channels. The team also needed visibility into how web and app touchpoints contributed to installs, sign-ups, engagement, and purchases, so performance could be measured consistently across the full consumer journey.

Built the attribution and marketing measurement stack from scratch for Gia’s consumer mobile app and supporting web platform. Implemented AppsFlyer for iOS with a structured in-app event framework aligned to the consumer funnel. Configured Meta Ads and Google Ads integrations, implemented GA4 and Google Tag Manager for web tracking, and set up PostHog for product analytics. Defined conversion events across installs, registrations, engagement, and purchases, and provided developer documentation for consistent implementation across web and app.

Established a reliable attribution and analytics foundation across the app and web journey, enabling accurate measurement of installs, registrations, engagement, and purchases, and improving the team’s ability to evaluate and optimize paid campaigns.

TODO English needed help increasing app installs, growing revenue, and building its paid user base in the US, UAE, Singapore, and South Korea. They needed a straightforward strategy for user acquisition, retention, and improving their app store presence.

My solution with TODO English is to create a simple and effective marketing plan. I designed a landing page with tracking to see how users were interacting and to help increase sign-ups. I also ran ad campaigns on Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads, focusing on parents with young children. For better visibility, I improved the app’s store listings, making it easier for people to find and download. I also set up email campaigns to turn trial users into paying customers and ran localized ads in Korean to reach more parents in South Korea.

Cloudstaff faced challenges with their PPC campaigns due to their niche audience, making it hard to scale and find the right keywords. Additionally, with traffic coming from different regions like the UK and USA, they needed to comply with data regulations like CCPA and GDPR, which made tracking and remarketing efforts even more complicated.

I refined Cloudstaff’s PPC strategy by expanding long-tail keywords with dynamic keyword insertion and using negative keywords to filter out irrelevant traffic. I widened audience segments using custom intent and lookalike audiences. I targeted B2B professionals on LinkedIn, while on Reddit, I focused on interest-based subreddits. I used Smart Bidding in Google Ads to improve conversions.

I set up GA4 with Google Tag Manager for web analytics on all landing pages, implementing intent-level tracking to score user behavior. I also ensured compliance with CCPA and GDPR using a Consent Management Platform. I built a customized data layer for tracking user interactions, allowing me to create accurate audiences for remarketing. Finally, a data-driven attribution model was used to optimize marketing spend effectively.

NYSC needed a tracking solution to monitor their subscription user flow and convert that data into an eCommerce format within GA4. The challenge was ensuring this data could be accurately captured and used for deeper analysis.

I created a custom JavaScript solution within GTM to track the user journey and subscription data, which was then pushed into GA4 for reporting. I managed the entire tag management process, ensuring accurate data collection across all tags. I also trained the internal team to use GA4 and GTM for ongoing reporting and insights, helping them generate real-time reports and better understand customer behavior, contributing to more informed decisions around their subscription model.

The House of LRC struggled with inaccurate event tracking and revenue reporting due to multiple GTM and GA4 setups. Key features like Google Signals for cross-device tracking were inactive, and their analytics tools were disorganized.

I conducted an audit, consolidated GTM instances into a streamlined setup, and optimized the GA4 configuration to include advanced eCommerce tracking, like product views and purchases. After testing and debugging, I created custom automated reports for real-time insights into traffic and revenue. I also trained the team to manage the new system.

The optimized tracking framework improved data accuracy by 35% and conversion tracking by 20%, enabling The House of LRC to make more informed decisions and optimize their marketing efforts.

The Ortensia wants to improve its digital marketing strategy to boost sales and gain better insights into user behavior. They faced challenges understanding customer conversion pathways, underutilizing advertising channels, and optimizing email marketing campaigns. Additionally, they lacked a unified view of their marketing performance across various platforms.

I implemented GA4 for advanced tracking and created custom dashboards to provide real-time performance insights. I launched multi-channel advertising campaigns across Google Ads, Meta Ads (Facebook and Instagram), TikTok, and Snapchat. These campaigns included targeted search and shopping ads on Google, engaging creatives on Meta, and audience-specific ads on TikTok and Snapchat.

I designed personalized campaigns for email marketing that nurtured leads and automated workflows for cart abandonment, product recommendations, and post-purchase follow-ups.

This comprehensive approach led to a 250% increase in online sales, a 10x ROAS, and a 33.8% growth in new users. Engagement time surged by 4,614.7%, and overall user growth increased by 29.9%, significantly enhancing The Ortensia’s digital presence and marketing effectiveness.

Avoya Travel faced two key challenges: the need to differentiate and engage users spending over 160 seconds on their platform and the struggle to compare Google Analytics 4 data with ad platform metrics.
These challenges hindered their ability to tailor marketing efforts effectively and analyze campaign performance.

My solution involved creating a custom tracking system for users spending over 160 seconds on Avoya Travel’s platform, enabling a unique customer journey. I established tailored Google Analytics 4 views and automated dashboards to address data comparison issues, streamlining data reporting. This allowed Avoya Travel to retarget effectively on Meta and analyze campaign performance. As a result, the company experienced a 73% increase in bookings and a twofold boost in team efficiency, demonstrating the impact of the enhanced user engagement and data efficiency solutions provided.

Unicentro, a marketplace, needed a robust tracking and analytics setup to monitor user interactions and sales data effectively. The challenge was implementing a tracking solution compatible with their Vtex platform, ensuring data accuracy and integration for deeper analysis.

I implemented GTM tracking within the Vtex CMS, ensuring that all key events and user interactions were captured accurately.

I set up Looker Studio, enabling Unicentro to generate custom reports and visualize data more effectively, making it easier to track key performance metrics.

I configured the GA4 and BigQuery integration, allowing Unicentro to store and analyze large volumes of data. Additionally, I automated the export process of Vtex data into BigQuery, ensuring real-time data availability for more advanced analysis.

This setup allowed Unicentro to better understand user behavior, sales trends, and performance metrics, leading to better decision-making and optimization of their marketplace.

For CSols Inc., I created engaging YouTube ad videos specifically tailored to promote their webinars targeting life sciences, pharmaceuticals, and biotechnology professionals. These videos, designed for skippable in-stream and discovery ad formats, highlighted the unique value propositions of their LabWare and LabVantage LIMS solutions.

Collaborating closely with the client, I developed scripts, visuals, and clear CTAs to resonate with their target audience, including lab managers, IT specialists, and scientists. The new ad videos effectively captured attention and drove traffic to dedicated webinar sign-up pages, resulting in a measurable increase in registrations and audience engagement.

For Hawaii Life Real Estate Services, a real estate marketplace, I led the complete overhaul of their analytics setup to improve data accuracy and attribution capabilities. The project began with validating access credentials, creating supporting documentation, and sharing access instructions with the team. I conducted a comprehensive audit of their GA4 and GTM configurations to identify gaps in event tracking and data flow.

Key actions included setting up GTM event triggers for critical user interactions, such as property searches and inquiries. I implemented custom HTML tags and JavaScript variables to fetch and pass property-specific details (e.g., property name, price) within the property view events, ensuring proper tracking. Additionally, I configured tracking for Google Ads, Facebook Pixel, and AddRoll, enabling robust attribution for audience targeting and conversion optimization.

To ensure consistency, I standardized tag configurations across GTM, established data retention policies, and reviewed GA4 settings for uniformity across the domain and subdomains. This comprehensive setup empowered Hawaii Life to make strategic decisions based on reliable analytics and improve its user experience and marketing efforts.

• Keyword research and optimization: Conducted extensive research to identify high-performing keywords relevant to the healthcare industry, optimizing existing content and metadata to improve search rankings.
• Content development: Collaborated with the content team to create patient-focused blogs, landing pages, and educational materials targeting user intent and healthcare-specific queries.
• Technical SEO enhancements: Addressed site speed, mobile responsiveness, structured data (schema markup), and optimized URL structures to ensure compliance with best practices for search engines.
• Backlink strategy: Secured high authority backlinks through outreach to healthcare organizations, industry publications, and professional networks, enhancing domain authority and credibility.
• Performance tracking and analytics: Leveraged tools like Google Analytics, Google Search Console, and SEMrush to monitor organic traffic, user engagement, and keyword performance. Used insights to refine strategies continuously.

• Optimized HTE’s eCommerce newsletter by setting up advanced tracking through Google Analytics to monitor user engagement and behavior and ran targeted Google Ads campaigns to attract high-intent subscribers, utilizing custom audiences and retargeting strategies.
• Collaborated with the internal team to integrate CRM tools for segmentation and personalization, improving engagement rates.
• Designed A/B testing frameworks for subject lines, visuals, and CTAs, iterating based on performance data and streamlined workflows to ensure consistent delivery, turning the newsletter into a reliable revenue-driving channel for HTE.

Onward Digital needed help managing ad campaigns after bringing on some larger eCommerce clients. I joined their team to support paid media efforts, mainly focusing on meta ads but also helping with Google Ads. My first step was to audit their existing campaigns, checking audience setups, budget splits, creative performance, and conversion tracking.

Based on the audit, I restructured several campaigns, updated audiences using interest and lookalike targeting, and tested different creatives and ad formats. I focused on improving search and shopping campaigns on Google Ads, adjusting keyword match types and negatives, and refining ad copies. I also provided feedback to their design team on ad creatives and to their developers on small landing page changes that could improve conversion rates.

Throughout the project, I maintained clear communication with their team over Slack, sending weekly reports with performance summaries and next-step actions. I worked independently but kept things aligned with the client’s goals. Throughout the project, we saw better performance—costs went down, conversions went up, and their campaigns became easier to manage.

RAD Diversified, a real estate investment trust (REIT), needed a proper analytics setup to better understand user behavior on their platform and improve their data reporting. I worked on this project while at GC, focusing on setting up GA4 and GTM from scratch.

I started by auditing their existing tracking to identify gaps. Then, I configured custom GA4 events to track key user actions across lead forms, property detail pages, and investment intent signals. On GTM, I set up a clean tag structure and created custom JavaScript variables to capture dynamic values, ensuring that the right data was passed to GA4.

We also configured conversion tracking and ensured all tags fired correctly without duplication or data loss. I documented the setup for their internal team and walked them through how to access and interpret their GA4 reports.

The result was a structured, reliable analytics foundation tailored to a financial services client with compliance in mind, something valuable for future REIT or fintech clients who need trustworthy event data and reporting clarity.

Bella Belle Shoes was facing rising bounce rates across international markets and needed a solution to better understand user behavior and improve on site engagement. The team also wanted to track high intent visitors spending extended time on the site and serve them relevant content across email and Meta Ads.

I led the effort to implement a GA4 based engagement tracking strategy segmented by region, using tools like timer based GTM events, pop up email triggers, and behavior tagged Klaviyo flows. We identified top drop off points using GA4 and Microsoft Clarity and integrated Retention.com data for enriched custom audiences. As a result, we achieved lower bounce rates, a 53% increase in time-on-site for targeted segments, and significantly better performance on mid funnel retargeting campaigns.

• 46% — Increase in Email Open Rates After Journey Redesign
• 2x — Lift in Engagement from Prompt-based Messaging

Bird Buddy had recently adopted Braze and was looking to build a structured CRM approach that could support their growing customer base. They needed help designing automated journeys for key lifecycle stages like onboarding, upgrades, and retention. At the same time, the team wanted to increase review volume and address a few reputation challenges on platforms, where customer feedback had been limited. With a lean internal team, they were looking for outside support to build a scalable, effective CRM system and improve how they collected and acted on customer insights.

I started by reviewing how Braze was set up, checking how audiences were segmented, how journeys were built, and how messages were triggered. I redesigned the CRM structure using Braze Canvas to build proper journeys for onboarding, upselling, retention, and seasonal promotions. I also created mobile friendly email templates that could be reused easily across campaigns. Alongside that, I set up an automated NPS system to collect customer feedback, sending surveys 30 days after signup and following up every 180 days. For users who didn’t complete the survey, I added smart follow-ups. The NPS responses helped improve messaging and were also used to address issues raised in public reviews.

The new CRM setup doubled the number of automated journeys and made it easier to manage campaigns. Email open rates improved, customer engagement went up, and the NPS surveys gave the team valuable feedback. Bird Buddy’s BBB issues were fully resolved, and more customers started leaving positive reviews thanks to the NPS flow. The team now has a reliable system to run lifecycle campaigns, handle promotions, and collect customer insights, all within Braze.

• 52% — Increase in Organic Traffic to Property Listing Pages
• 28% — Reduction in Bounce Rate on Key Listing Pages
• 2x — Increase in Lead Form Submissions from Organic Search

Hawaii Life, a leading real estate platform with listings across the Hawaiian Islands, wanted to improve its visibility in organic search. Despite publishing regular blog content and offering virtual tours, contact forms, and lead tools, their SEO performance was inconsistent. Key property pages weren’t ranking well for local search terms, blog content wasn’t driving traffic, and technical issues were impacting crawlability and indexation. With listings spread across Oahu, Maui, Kauai, and the Big Island, Hawaii Life needed a scalable SEO strategy that improved discoverability, site structure, and lead flow from search.

I conducted a full technical audit of the Hawaii Life website to identify crawl errors, duplicate content, and indexation gaps affecting organic visibility. Using tools like Ahrefs, Screaming Frog, and Google Search Console, I mapped and prioritized key issues including broken internal links, thin content, and inefficient URL structures. I restructured island-level property pages with keyword-targeted metadata, localized content, and schema markup to improve relevance for search intent like “Maui homes for sale” and “Big Island real estate.”

I also implemented a contextual internal linking strategy to pass authority from high-traffic blog pages to commercial listing pages. A new blog content framework was introduced based on SERP trend analysis and long-tail search demand, improving topical relevance and user intent alignment across content assets.

Post-implementation, organic impressions and clicks rose steadily across all core property categories. Technical fixes improved crawl efficiency and allowed hundreds of underperforming or previously unindexed pages to appear in search results. Keyword rankings improved significantly, with high-value queries moving into the top 10, especially for location-based terms across Oahu, Maui, and Kauai.

Bounce rates dropped on key listing pages due to better content relevance and improved load times. Form submissions from organic traffic increased as more qualified users reached listings directly from search. The SEO foundation was now scalable, allowing internal teams to continue optimizing content without disrupting site structure or rankings.